THIS is When Google PPC Advertising Works Best!

author image Written by: Content Team           Categories - SEO Tips

pay per click advertising Google Pay-per-click (PPC) advertising is just that–you pay each time someone clicks on your ad. It allows you to market your product or service quickly and efficiently to a wide audience of online searchers on AdWords, Google’s advertising platform. Our clients ask us all the time, when are the best times to engage in a PPC advertising campaign? Although there are many situations when it makes sense to use PPC, we’ve selected what we believe are the top three occasions:

1. PPC Advertising to Bring Visibility While your “Organic” or “Un-paid” Rankings are Growing

This is particularly true in the case of a business that has a new web domain that has not yet been indexed by Google, and has no or very minimal rankings. From the time a new website is launched, it takes a minimum of three to six months before a well-executed organic campaign starts to yield results, and the website starts to appear on the search engine results page (SERPs).  Until that time, Google PPC Advertising works well to bring your website some instant visibility and traffic. A Google PPC campaign can be set-up and launched within 24 to 48 hours, so literally, from the first days of your new website, PPC advertising could help sell your product or service. Then, once the website starts to rank for keywords in the organic section of the SERPs, the PPC PPC_Advertisingadvertising can be re-balanced. For example, we have a new legal firm as a client, and they specialize in family and divorce law. Knowing that their busiest time is after the Christmas holidays, they did not want to “miss the boat” this year just because their website is new, and not yet ranking. To effectively manage this issue, we recommended aggressive PPC advertising that would give them immediate visibility on Google, and offer their new firm a fair shot at attracting clients during this peak time.

2. PPC Advertising for Testing New Markets

Perhaps your company is launching a new product or service, and rather than dive head-first into a long-term organic strategy you want to first get a sense of the market, and its’ potential. Google PPC advertising allows you to test out the success of several different keywords, and niches, without too much of a financial or time commitment.  For example, you’re an online bookstore that wants to start selling home décor and giftware. Rather than filling your warehouse with cushions, candles and picture frames, and paying your SEO company to launch a separate organic campaign for you to gain rankings on those keywords, the sensible thing would be to first test the market with PPC. Paid advertising will give you a good sense of the market’s competitiveness, and gauge the level of interest from consumers without too much risk for your business.

3. PPC Advertising to Give your Brand a Boost During Special Occasions

Even though your website might be ranking on the first page of Google for several keywords, there may be special times throughout the year, such as during your high season, when you want to push your sales even more. By engaging in PPC Advertising you are effectively increasing the amount of real estate that you have on the SERPs, which increases the probability of your website listing or ad being clicked on, thereby further improving the likelihood of a sale. Take for example Bob’s Landscaping–looking at his web analytics over several years his SEO company could see that each March he had received the most traffic on his website, as people started to make plans to have their properties landscaped for the upcoming summer season. Equipped with this information, Bob’s SEO company recommended a PPC advertising campaign that would run just for the month of March. Bob set a $1000 PPC advertising budget, knowing that just one good sale resulting from the PPC advertising would mean a return on his investment. At the end of the month Bob’s SEO company analyzed the data, which showed that eight new clients were acquired from the PPC advertising campaign alone, and many other leads came from his pay per click advertisingorganic listings–mission accomplished! Although you could do it yourself, it’s recommended to use a qualified Google Partner Agency to best manage your Google PPC advertising campaign. Agencies employ digital marketing specialists that are AdWords Certified, they abide by Google’s industry best practices, and they can set up appropriate benchmarks, crunch the data and effectively leverage that into sales. Knowing that you can’t be an expert in everything, doesn’t it make the most sense to leave the Google PPC advertising to a professional company, and focus on what you do best? To learn more about Google PPC advertising, visit our ad management services page.  

Content Team

Microsoft Diversifies Advertising Platform with PromoteIQ Acquisition


Microsoft Acquires Marketing Tech Startup PromoteIQ To Empower Retail Clients

Microsoft maintains its growth and is refining its B2B focus by acquiring vendor marketing technology firm, PromoteIQ. PromoteIQ’s platform allows retailers to build, launch, and scale vendor marketing programs on their eCommerce website with the goal of generating incremental revenue. As part of the acquisition, the company will be able to maintain its brand with the company’s founder and CEO, Alex Sherman continuing to lead, in addition to becoming a division within Microsoft Advertising, formerly known as Bing Ads. PromoteIQ’s big clients such as the American brands Kroger, Kohl’s, Office Depot, and Overstock among thousands of others, will continue to benefit from the PromoteIQ platform along with the added resources and support from Microsoft. PromoteIQ’s technology strategically complements Microsoft’s current retail advertising offerings…And together, we can enable retailers with a portfolio of technology solutions to modernize their e-commerce platforms and maximize their monetization opportunity,

A Step Forward for Microsoft

Microsoft Advertising provides retailers that compete with Amazon an alternative to the company’s quickly growing advertising business and a way to develop a new revenue stream at a time when in-store is slowing. PromoteIQ founders Alex Sherman and Peter Schwartz said in a joint statement that the benefits Microsoft Advertising brings to PromoteIQ include “industry-leading AI and machine learning capabilities, as well as a strong global retail market footprint.”

What PromoteIQ Brings to the Table

PromoteIQ’s platform is capable of managing hundreds of brands promoting million of SKUs on-site, and lets vendor-driven product placements live on a webpage next to a retailer’s organic site content. This opens up a potentially significant new arena of inventory for Microsoft and its digital advertising goals. Microsoft’s ad business is primarily composed of search and network advertising on Bing and LinkedIn, respectively. Adding PromoteIQ to its list of offerings to advertising clients will bolster the company’s commerce and retail capabilities, which will ultimately open up potential new ad sales growth. The Promote IQ acquisition will help Microsoft court retailers and dig into eCommerce, which is a key growth area in the coming years, according to buyers and analysts. This move will help empower retailers and brands, while also simultaneously allowing Microsoft and PromoteIQ to gain more benefits as part of the advertising industry. Microsoft is clearly playing in the long game.

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How Smart Landing Page Design Can Boost Conversion Rates


Combine Creative Marketing and Web Design to Optimize Your Online Marketing Efforts

For effective web marketing, getting visitors to click on your links and ads is only half the challenge. The other half is getting them to convert once they land on your page. Poor landing page design confuses visitors, sending them to click the dreaded “back” button before they even blink. It’s a waste of your budget, a waste of your time, and a waste of your effort. But there are ways to keep visitors intrigued and on a landing page long enough to see what you have to offer. What’s more, these tricks may even get them to sign up for your offer. A combination of creative online marketing practices and web design principles to improve user experience can help you optimize landing pages for lead generation, significantly improving your online business. Here’s how:

Understanding Landing Pages

Before you can actually design the ideal landing page for your target audience, make sure you know what an ideal landing page looks like and what it does. Sometimes called leadpages, landing pages are pages specifically designed to generate conversions. In more general terms, a landing page is any page where a user lands on your site – but for our purposes, we’re focusing on how they work in conjunction with paid ads and marketing campaigns. These landing pages have specific goals, typically focused around a single user action. For example:

  • Generating email leads
  • Selling a product
  • Selling a service
  • Booking tickets to an event
  • Requesting a quote
  • And much more

These pages need effective CTAs that focus on that single user action and an opt-in process. Sadly, there’s no one-size-fits-all approach to creating the ideal landing page. Every landing page is unique, serving a different purpose for a different target audience, but most feature an alluring, top-heavy “above the fold” section – that is, the section immediately visible when the page loads, like the literal “above the fold” section in a newspaper that attracts the most attention. Clear CTAs and benefits are also common features, but how information is presented can vary wildly, depending on the market, audience, and service being offered.

A laptop displays a stylish webpage promoting a couch for sale with the text "PRODUCT" visible.
Keep designs appealing, intuitive, and informational.

Improving Conversions with Smart Design

In the realm of online marketing, marketers tend to focus on layouts, information hierarchy, and persuasion principles. Designers focus on user experience, colours, typography, and stylistic elements to build an effective brand. “So what?” you say. “That’s their job, it makes sense that they stick to their principles.” You’re right! But when those two approaches aren’t working together, the result is a disjointed final product. Effectively using both in conjunction and cooperation with one another goes a long way towards creating better-looking, user-friendly websites that also persuade and convert. It’s not just possible, it’s reality. Digital marketing companies that use conversion-optimized (read: UX) design typically experience better conversion rates. This marketing/UX design for landing pages makes it easier for users to convert both visually and emotionally. If they like what they see and read, and there are no obstacles to clicking the big call-to-action button, then you are on your way to getting those leads and conversions you’ve been waiting for. For a handy way to remember how to create a landing page that converts, remember this acronym:


C – Clear Call to Action

Sign up! Shop now! Donate now! Contact us! Try it! These are all examples of calls to action that should be very visible and centralized on your landing page. Your call to action should be a button that is a different, preferably contrasting colour from the rest of the page.

O – Offer

Offers are incentives you offer visitors for following your call to action. These should pull visitors into the conversion funnel by being directly related to your product or service. Offers include:

  • Free versions of a product,
  • Whitepapers, or
  • A matching gift.

  • Free versions of a product,
  • Whitepapers, or
  • A matching gift.

N – Narrow Focus

Your landing page should be clear, simple, and should only focus on the task at hand—compelling them to make a conversion. The faster they can read your landing page, the better. Make sure the header and side links don’t distract from the core purpose and leave administrative links at the bottom of the page. Your main visual element should keep the reader’s attention to the most important parts of the page. In a more endearing way of putting it, Keep It Simple, Stupid.

V – Very Important Attributes

These should be two to five clearly listed value propositions, or important attributes, about how your product or service will be useful to your visitors. The VIAs should also be described from the customer’s viewpoint, explaining the problems (pain points) these VIAs will solve.

E – Effective Headline

An effective headline will grab the reader’s attention and make them want to stay on the page to continue reading. It should stand out more than the logo and name of the website. Your headline should also be in plain language, clearly explaining what the page is about. You don’t want visitors wondering, “What does this company actually do?”

R – Resolution-Savvy Layout

Since people visit pages on various devices with various screen sizes, how they see your landing page will be different than how you see it on your desktop computer screen.

A detail of an analytics chart on a web tool such as Google Analytics.
Not sure how things are going? Measure your results and adjust strategy accordingly!
To avoid hiding the most important page elements on a smaller screen, especially a mobile device, keep the essentials near the centre-top of the page – above the fold. If you want to improve your conversion rates, visitors should be able to see the logo, headline, visuals, and call to action clearly on any device.

T – Tidy Visuals

When it comes to visuals on a successful landing page, less is more. You want a page that loads quickly and has plenty of space, a visible font, and bullet points. A video can also help engage and inform visitors without taking up too much page space.

S – Social Proof

Lastly, you need to prove to your visitors that you’re worth it. The best proof? Real testimonials from real people. You can also include a list of customers, press mentions, and usage statistics to show how reliable and trustworthy you really are. If you do include client logos, make sure these don’t distract from the call to action—think smaller, greyscale logos. Don’t forget to test and monitor your landing page performance. If you find some elements aren’t working, keep these tips in mind, make changes when needed, and contact an online marketing agency to help you turn your landing pages into conversion machines.

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